We started with a tease phase where we introduced Mr Bubble and documented his life for a week. He made surprise appearances in seven top rated live shows across one day on Romanian TV - from news to entertainment shows. In each one he became part of the show itself, handing out news bulletins or helping with the weather forecast - wet naturally.

Mr. Bubble’s exploits were closely followed by the media, appearing in paparazzi shots on the front of national newspapers and creating huge buzz through his own Facebook page.

In phase two, Mr Bubble became a real Romanian showbiz star. Partnering with famous local singer, Loredana (our local Madonna), who had just launched a new video (Apa – translated ‘Water’, 7m views on YouTube), Mr Bubble appeared as a character in a spoof of the video washing laundry together with Loredana.

2.5 million people followed Mr Bubble's funny experiences across TV, print and online.

By avoiding the cluttered ad breaks Dero reached 90% of its target universe and generated an ROI six times higher than buying traditional TV spots alone.

• Created huge awareness for Mr Bubble (Clabucel).

• Facebook fans increased by 76% - 10 000 fans were added in one month, following the ‘Apa’ Dero video launch.

• Facebook engagement rate increased from 4% to a maximum of 22%.

• Earned media generated on news portals.

• The newly launched Dero YouTube channel gained over 57 000 views in just 3 weeks.

• First YouTube True View campaign in Romania!